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November 30, 2010 is spreading its mobile commerce reach is spreading its mobile commerce reach

Advance movie ticketing merchant is expanding its mobile offerings with free applications for Apple’s iPhone and iPod touch and Research In Motion’s BlackBerry.

A free application for Google’s Android phones is coming soon. For consumers who prefer to browse the Web on their phone, has debuted a redesigned mobile-optimized site that allows moviegoers to see showtimes and buy tickets at

“Although we’ve had access to our ticketing inventory available through multiple, highly successful third-party applications, we felt it was time for a branded solution that enabled our consumers to engage directly with us,” said Joel Cohen, CEO of, Los Angeles. “We will continue to support our affiliate partners in the same manner that we have been, while simultaneously providing our users mobile versions of the service.

“The target demographic is really anyone who has a smartphone, as there has to be a high crossover percentage of smartphone owners who are also movie-goers,” he said. “One of our goals is to provide users access to showtimes and ticketing wherever they are and whatever their preference may be.

“That’s why you see the services attached to so many platforms: hundreds of Web sites, call-in phone services, social networking, kiosks and, of course, mobile.” offers moviegoers a destination for movie news, reviews and trailers as well as a way to buy movie tickets in advance. enables consumers to buy tickets online for movie screens across the United States, in Canada at, in Britain at, in Ireland at, in Argentina at, from any Internet-enabled wireless device at and from any phone at 877-789-MOVIE.

Formed in 2000, is a joint venture between AMC Entertainment, Hollywood Media Corp., National Amusements, Cineplex Entertainment, Marcus Theatres, Viacom and Time Warner.

Its collection of partner theaters consistently represents more than 50 percent of the top 100 grossing theaters in North America on any given weekend. The theater chain group includes 216 theater chains.

Mobile ticketing ramps up
In addition to providing a way for consumers to view movie showtimes and purchase tickets within the applications, the applications also let users browse films, view movie posters and watch trailers.

With more than 200 theater chains available for ticketing on each platform, users have a wide variety of theater options to choose from.

The applications use the built-in GPS functions found in smartphones, which lets consumers search for local showtimes on their phones by using location-finding features or simply by inputting a ZIP code.

Consumers can buy tickets as a “guest” or they can sign into their account, where they will have access to their stored credit cards to complete a purchase.

Users still have to enter their three- or four-digit credit card security code.

A mobile purchase made through a account will appear within a user’s purchase history online.

Mr. Cohen said that many movie-goers expect to quickly and conveniently access information and make ticket purchases anytime and anywhere.

Over the past couple of years, the company has recognized the demand for applications and Mr. Cohen hopes to see a positive response with this launch.

“It’s a little early to tell, but we expect the impact of mobile commerce to increase over time and provide incremental sales,” Mr. Cohen said. “There’s an added convenience and an incredible ease of use on the new mobile platforms that I believe many users have come to rely on.”

Final Take

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at

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